Sam Smith’s new album ‘Love Goes’ is out later this month, and they’re pulling out plenty of promotional stops around its release, including new single ‘Diamonds’.
The latter is getting a web-based augmented reality music video in partnership with Spotify. Dreamed up by agency Powster, it gets fans to scan an image to pop up a “miniature dancing Sam Smith hologram”, although they’ll need two phones to make it work (you can see how in this promotional video).
It’s part of a busy week for Smith: they’re doing a ticketed livestream performance from Abbey Road on 30 October, to celebrate the launch of the new album.
This morning, meanwhile, TikTok has announced plans for a 30-minute preview event, livestreamed on its app, an hour before the Abbey Road concert gets underway. Smith will be interviewed by TikToker HollyH, with the chat airing via Smith’s TikTok account – which has 1.7 million followers.